Businessweek Archives

Nissan Truck Woes


Remember when the Nissan Titan was going to really put the fear of…well…something…into Ford? Sales are clicking along at an anemic 5,000 trucks or so a month. The company sold 61,000 through November.

I asked a Nissan official this week if the company was still committed to the pickup market given the softening of the market overall and fuel economy regs. The answer: “It depends on who you ask in the company.”

Hmmmmmmm. While Nissan chief Carlos Ghosn hasn’t publicly wavered from his committment to pickups, there are clearly execs in the middle who doubt his sanity. The Armada SUV, a beast of an SUV if ever I drove one, sold about 30,000 through November, more respectable than Titan’s performance given the context of the full-size SUV segment.

Indeed, Nissan could walk away from pickups at some point in the future, but keep the Armada business going and try and build out a light-duty commercial vehicle business. Now that it has a platform it likes, it could tweak it for product cycles to come without an overhaul. At least that seems to be the thinking among some Nissan brass.


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